TLDR: Neutral online research proves strong impact of display advertising on TV viewers. Combined planning of TV and display offers very good opportunities for efficient, impact-oriented media planning. More bang for the buck.
A contribution to the current quality discussion (price discussion) of online media
Online has an extremely good impact where TV cannot. This is the result of numerous .companion media impact studies.
Although online doesn't stand a chance against TV in many overall ratings because the advertising pressure is too low, this is precisely why it makes sense to take a closer look at the online segment when analyzing advertising impact.
Many online users are characterized by below-average TV consumption. Young users are starting to do without TV devices altogether (see Fixnet). And that's exactly where the opportunity for additional advertising impact lies, if you take advantage of it.
Since 2012, .companion media research has been distinguishing between TV viewers and TV viewers who watch little, and has come up with results that advertisers should definitely take into account in their media mix strategies.
Here are selected results:
Recommendation:
- When researching the effects of the mix of TV + online, closely examine the online effects.
- Targeting the "TV audience gap" for online advertising impact